Pearl & Dean targets dotcoms

Pearl & Dean is developing an ad package for dotcom start-ups that will present cinema as the ideal medium for rapid brand building.

Pearl & Dean is developing an ad package for dotcom start-ups that

will present cinema as the ideal medium for rapid brand building.



Craig Harris, Pearl & Dean’s national sales director, will show a first

draft of the presentation to agencies over the next few weeks and pitch

the final version at the end of July. He is being assisted by marketing

manager Claire Marseille.



Aleck Hornshaw, the recently installed commercial development director,

will sell the package directly to clients.



The team is offering discounts to dotcoms for cinema commercials that

run for longer than the average 30 seconds. It will also foot the bill

for post-production costs.



Pearl & Dean claims the profile of cinemagoers fits closely with that of

web users, making the medium an obvious choice for fledgling internet

companies that need to make an impact quickly.



According to the sales division’s research, compiled using using TGI and

NRS, 67 per cent of cinema audiences are aged between 15 and 44, while

71 per cent of web users fall into this age bracket.



’The typical cinemagoer is a young opinion former who likes to be at the

cutting edge,’ said Hornshaw. ’Television can create mass awareness but

cinema is the right environment for reaching this audience.’



Hornshaw will discuss straight on-screen advertising deals with dotcoms

but will also offer space on Pearl & Dean’s website, foyer sampling and

promotional deals.



He will also sell integrated advertising opportunities across the media

owned by Pearl & Dean’s parent company SMG.



SMG’s portfolio encompasses broadcast platforms - Scottish TV, Grampian

TV, Ginger TV and Virgin Radio - The Evening Times, The Herald and

associated websites.



’We’ll promote opportunities within Pearl & Dean and the group if the

demand is there,’ explained Hornshaw, the former Mirror Group client

sales manager, who joined SMG four weeks ago.



Pearl & Dean has already executed a campaign for the website

Breathe.com.



This combined traditional on-screen advertising with a promotional foyer

campaign in which a scuba diver was placed in a flotation tank in the

reception of Soho’s Prince Charles cinema.



A number of dotcoms have already run cinema campaigns. These include

Virgin.net, Doobedoo, FT.com, Smile and Yahoo!.